Reading your reports

A website has ten reports: Overview, Pages, Sources, Referrals, Events, Goals, Funnels, Locations, Devices and Retention. An extension has the seven of those that apply to it, without Pages, Sources and Referrals. Every one of them shows the same date range and the same filters, chosen at the top of the page, and they stay chosen as you move from one report to another.

A website's reports count visitors and an extension's count users. Either way, one is one browser: the random identifier the SDK keeps in that browser's storage. The same person on a laptop and a phone is two, and someone who clears their site data starts again as a new one. That is the price of identifying nobody, and it is the same for every project.

Choosing a range

Pick 7 days, 30 days, 90 days, 12 months or All time, or Custom… to choose the first and last days on a calendar. A preset always means the days ending today, so a bookmarked "30 days" still shows the last 30 days next month; a custom range is fixed. Days are UTC days, and today counts as it stands so far.

Each figure that can be compared shows its change against the period of the same length just before the range: the previous 30 days for a 30-day range. All time has nothing before it, so it shows no change.

Charts show a range of up to 90 days by day, up to a year by week (a week starts on Monday), and anything longer by month. A week or month the range cuts through is marked partial, so it does not read as a drop. Each week or month counts every visitor in it once, not once per day.

Filtering

Click a country, region, browser, operating system, device type, channel, source, campaign, entry page or referring site in any report to narrow every report to it. The filter appears as a chip at the top of the page; its × removes it, and Clear filters removes them all. Filters combine: Canada and Chrome shows visitors who were in Canada on Chrome on the same day. Each kind of filter holds one value, so clicking another country replaces the first. A region is always a region of the country filtered to, because region names repeat between countries.

The address in your browser holds the range and filters, so a filtered report can be bookmarked, or shared with a member of your account. It opens for nobody else.

Filters narrow visitor counts over any range. They narrow event counts too, but only over the last 90 days, because a filter is about the visitor, and an event can only be matched to its visitor while the raw event is kept, which is 90 days. A filtered range that starts earlier shows every visitor figure in full and says from which day its event figures count. Without a filter, event counts cover any range.

Overview

The headline numbers for the range: visitors or users, events, new visitors (installs, for an extension), and how many were active on the range's last day. An extension also shows uninstalls, counted from the uninstall page the SDK registers.

Below them are visitors over time, the most frequent events, the countries visits come from, a website's most viewed pages, browsers, operating systems and device types, and the most recent events. Each list leads to its full report through See all. The overview refreshes itself every minute while it is open.

Pages

The pages of a website, in two tabs:

• Top pages: each page's views, its change against the previous period, and how many visitors viewed it. Page views cover any range. Who saw which page is kept only while the raw events are, 90 days, so the visitor column covers the last 90 days and says so when the range is longer. Under a filter, page views cover the last 90 days too.
• Entry pages: the page each visitor arrived on, with visitors and new visitors. A visitor's first page view of the day is their entry page, kept like their source, so this covers any range. Click a page to filter every report to the visitors who arrived on it.

Page views on a single-page site count each page only when the SDK is told to: see single-page applications.

Sources

Where visitors came from, for websites. Group the table by:

• Channel: the kind of source, such as Organic Search, Paid Search, Social, Paid Social, Email, AI Assistants, Referral or Direct. AI Assistants are visits from chat assistants, such as ChatGPT, Perplexity, Gemini or Copilot, whether they arrive with a referrer or a tagged link.
• Source: the site or network itself, such as Google or a particular blog.
• Campaign: the utm_campaign a link was tagged with.

Each visitor has one source per day: the first source seen that day, with (direct) only when nothing better arrived. (not set) means the SDK sent nothing to go on: an SDK older than 0.2.0, or one with capture turned off.

Choose a goal to add two columns: its conversions, and the conversion rate, which is the share of daily visits arriving that way in which the goal happened. Referrals, Entry pages, Locations and Devices have the same choice.

Visitor counts are live. Event totals and conversion rates are counted every hour, so the newest hour may not be in them yet.

Referrals

The external sites that sent visitors, for websites: each by name and address, such as Reddit · reddit.com, or by its address alone for a site without a known name. Each shows its visitors, new visitors and change. Click a site to filter to it, and the page then shows the pages its visitors landed on.

Only visits with a referring site are here. Visits typed in, bookmarked, or arriving through a tagged link alone are in Sources.

Events

The five busiest events over time, then every event name the project has received, with its count, its share of the total and its change, and below them the latest events as they arrived. This is the screen to check first after installing: if an event is not here, it did not arrive. Tracking events shows how to send your own, from a website or an extension.

Goals

A goal is an action that matters: an event, such as newsletter_signup; an event with one property, such as affiliate_click where store is amazon; or, on a website, a page, such as /thank-you, or every page under one, such as /recipes/*. A project can have up to 20. Members with Write or Admin define them on this page.

Each goal shows its conversions, the visitors' days on which it happened, its completions, every time it happened, and its conversion rate over all visitors' days, with the change against the previous period. Click a goal to see which sources, or for an extension which places, convert.

A new goal is counted from the last 90 days of events, and the page says "Counting the last 90 days…" until that is done. Changing what a goal counts starts its history again from the last 90 days; renaming it does not.

Goals has a worked example of each kind, and how to read a goal on Sources and the other breakdowns.

Funnels

A funnel is two to five goals in order, such as opening a recipe and then saving it, with a window of 1 hour, 1 day or 7 days. It shows how many visitors reached each step after the one before, within the window of the first, and what share of them carried on.

Funnels count from the events of the last 90 days, so a longer range says from when. A step reached by fewer than 5 visitors shows as "fewer than 5", and its percentages as a dash, so a small site can never single anyone out. Only totals are shown: never who.

Funnels walks through building one, from its goals to choosing its window.

Journeys

What people do in sequence, as visits: from the start of each visit, after a step you choose, or before one, read backwards. Each column is a step, drawn as a flow, with its six most common pages or events, Other, and how many visits ended there. Clicking a step follows the visits that went through it. A step or a move made by fewer than 5 visits is not shown, and journeys count from the last 90 days of events.

Journeys has an example of each way to read them.

Exporting

Every report table has a Download CSV link under it. The file holds every row the report has, not only the ones shown before "Show all", under the same columns, for the same range, filters, goal and tab. Its first lines say what it is of. Numbers are written as numbers, so a conversion rate of 12% is 0.12, and a funnel step reached by fewer than 5 visitors stays "fewer than 5". Anyone who can read a report can download it.

An Admin can also download the raw events, from Settings → Export raw events: every event of the last 7, 30 or 90 days, with its time, name, client, country and properties. Each visitor's identifier is replaced by a token that matches within that one file only, so two exports cannot be joined, and no token can be traced to a browser.

From an AI assistant

The same reports can be read by an AI assistant through MCP, with a personal access token an Admin allows: the totals these screens show, never raw events or identifiers, and funnel steps under 5 visitors withheld as here. See connect an AI assistant.

Locations

Countries, with their visitors, share and change. Click a country to filter to it, and the page becomes that country's states, provinces or territories. Regions are recorded for the 21 countries listed in What it collects, where the location database names them reliably; any other country shows its total alone. Visitors with no country or region recorded, from before they were, from a browser that declined to share its location, or sent from a server, are counted in a note under the table.

Above the table, a map shades each country by its visitors, in up to five bands named in the legend, worked out afresh for each range so a small site and a large one both use every shade. Click a country, or move to it with the arrow keys and press Enter, to filter to it; the map then shows that country's regions, and ← World goes back. Countries too small to draw at world scale, such as Singapore, are still in the table, and the map says how many there are. Its shapes come from Natural Earth, which is in the public domain, and are served by AnalyticsTrend: the map makes no request to anyone else.

The Languages tab lists the languages your visitors' browsers ask pages in, by name, such as Portuguese, with their visitors, share and change. Filters carry across the two tabs, which is how they answer each other: filter to a country and the Languages tab lists what its visitors read; filter to a language and the Countries tab maps where it is read. Languages are recorded from 12 October 2026, and visitors from before then, or whose browser sent none, are counted in a note under the table. Each goal's conversions are broken down by language too.

Devices

Browsers, operating systems and device types, each a report of its own. A browser built on Chrome, such as Brave or Edge, appears under its own name when it says which it is. Someone who used two browsers in the range counts under both, so the shares can add up to a little over 100%. Visitors from before devices were recorded, and events sent from a server, have none and are counted in the note under the table.

Retention

Of the visitors or users first seen in a given week, how many came back in each week after. Each row is a week's newcomers and each column is weeks since. A dash is a week that has not happened yet. Retention needs at least one full week of activity before there is anything to compare.

Filters apply here, so retention can be read for one country or one browser. The date range does not: cohorts are counted by the week of each visitor's first visit.